Michaela Mora a mixed-method, qual-quant researcher who has been working for more than 20 years at the intersection of market research/insights, CX, and UX to support business decisions related to product development, customer experience, marketing, and advertising through a multicultural lens.
Michaela has working experience from both the client side and the supplier side in the U.S. and abroad in industries such as entertainment, technology, retail, automotive, CPG, travel, hospitality, restaurants, food, personal care and cosmetics, professional services, financial services, subscription services, among others.
Before founding Relevant Insights, LLC in 2007, she managed the research team at Blockbuster Online, and Match.com. She also was responsible for sales forecasting at Pro-Line International, the ethnic hair product division of Alberto Culver, and media research for the Cuban Institute of Radio and Television. Her agency experience comes from manager and analyst positions at M/A/R/C Research and Research International Sweden.
Michaela holds a MS in Marketing Research from The University of Texas at Arlington, a MS in Marketing, Advertising & PR from Stockholm University, and a BS and MS in Psychology from Havana University. She also holds an Insights Professional Certification (IPC), issued by the Insights Association (IA), and a UX Master Certification with User Research and Interaction Design specialties from the Nielsen Norman Group (NNG). She is fluent in English, Spanish and Swedish
Michaela has written for the Dallas Business Journal on market research and customer insights matters of interest to entrepreneurs and small businesses. She has published articles in Quirks’ Marketing Research Review, MRA’s Alert! Magazine, and PPAI’s Promotional Products Business Magazine. She also writes a blog about market research that has received praise for providing useful and educational market research articles. She is considered among the top influencers in the market research field by her market research peers.